广告类文本翻译存在的文化过滤问题及其解决方案.docVIP

PAGE PAGE 30 广告类文本翻译存在的文化过滤问题及其解决方案 Problems and Solutions in Cultural Filtering of C-E/E-C Advertising Text Translation 摘要 经济全球化进程的不断加快促进了国内外经济、文化交流的频繁发展。广告被当做是一种独特的文化载体，它在经济、文化传播中的作用也越来越显著。本文以跨文化背景中的广告类文本翻译为研究对象，通过文化翻译观，运用实例分析广告类文本翻译过程中存在的语用失误、禁忌语使用不当、联想差异等问题。根据文化翻译观原则，提出翻译者应通过注重文化移情、了解英语国家的禁忌语以及考虑外国人的思维方式来解决上述问题。 关键词：广告类文本；汉英/英汉翻译；文化过滤；问题；解决方法； Abstract Abstract: With the increasingly fast development of the globalization of economy, China’s economic and cultural exchanges with other countries have become more and more frequent. Advertising, as a special carrier of culture, plays a leading role in economic and cultural transmission. Base on the cultural translation theory and case analysis, it mainly elaborates on the pragmatic failures, inappropriate use of taboos and associative differences among the advertising text translation, aiming to prove the importance and value of cultural filtering on advertising text translation. According to cultural translation theory, the paper tries to provide some solutions for translators to solve problems like that，such as adopt cultural empathy , know more about English-speaking countries’ taboos and pay attention to foreigners’ way of thinking. Key words: Advertising text; C-E/E-C translation; cultural filtering; problems; solutions； Chapter 1 Introduction 1.1 Research value of study With the fierce development of economic globalization, China’s economic and cultural interactions with English-speaking countries are growing. More and more Chinese products walk up to the international market while an ever-increasing foreign products flood into China market. As a special communicating form that connects corporations and customers, advertising can not only help customers know the products better, but also help corporations establish a good corporation image to explore foreign commodities market. Besides, advertising is a cultural exchange process which is constantly aiming at upholding a noteworthy accomplishment of differen